Mejora de la gestión y seguimiento comercial de una agencia de carga internacional a través de un crm

Abstract

CONDITION FOR PUBLICATION OF PROJECT. work aims to improve customer management and commercial follow-up in a small and medium-sized international freight forwarding agency in Ecuador, dedicated to providing assistance and consulting on foreign trade processes, through a management system based on a CRM. The company faces challenges in enhancing customer service, providing follow-up, and measuring results, due to inefficient communication between the commercial team and management, caused by the absence of a system that centralizes team information. Through a diagnosis, research of best practices, and the application of the Design Thinking methodology, the company’s processes within the commercial area and improvement opportunities were evaluated, supported by interviews with the organization’s management. Four relevant dimensions were identified for the agency’s business model: sales, marketing, customer service, and information technology. The solution consisted of developing a CRM prototype using Excel and Power BI tools for the management and creation of visual solutions across these dimensions. The proposed system addresses the company’s main needs by centralizing information about its clients, services, and marketing strategies, thus efficiently optimizing its commercial performance. Keywords: CRM, Business Intelligence, Customer Service, Freight Forwarding, Excel, Power BI